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Title: Advertising In The Gas Industry
Author: Richard R. Kolodziej
Source: American Gas Association 1986
Year Published: 1986
Abstract: As far as I can determine no paper on advertising has been presented ai conferences in past years. This is a first. So it is perfectly reasonable for you to ask, If we got along all these years without hearing about advertising, why bring it up now? Thats a good question-and I think Ive got a good answer. It starts with some observations that Jim Thorpe, President of Washington Natural Gas, made recently. Jim pointed out that for years his Seattle-based company had been marketing gas and all kinds of appliances and equipment. They had been doing it with high-priced Canadian gas in the face of competition from very low-priced hydro electric power. Certainly not an easy task. But Washington Natural has been successful in fact, very successful. And the reason Jim gives for it is that he has more than eleven hundred marketers working for his company. According to Jim, every Washington Natural employee is a gas marketer. Every meter reader, every accountant, every telephone operator, and yes, every engineer is a marketer.

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